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THE ROLE OF MASS MEDIA IN THE FORMATION OF CONFORMIST ORIENTATIONS OF THE MODERN SOCIETY

Annotation

The growing role of mass media in the formation of value orientations of the modern society is considered. The attention is paid to the specifics and essence of such behavioral orientation as conformism. It is shown that in the conditions of modern society an important role is given to the instruments under which influence the formation and mass spreading of conformists’ ways of behavior occurs. The special place in this process takes mass media, particularly advertising. The last one more often acts as a full institute of socialization, creating special reality, aimed at formation of conformist personality and support of conformist tendencies in the behavior of social groups. In the conclusion, the basic directions of mass media influence on conformism manifestation in modern Russian society. It is marked that advertising as one of affluent types of communication promote the development of key factors, forming the basis of conformism and appeals to non-critical application and following the information spread.

Keywords

conformism; mass media; advertising; way of life; youth; consumer values

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UDC

316

Pages

14-20

References

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Received

2016-10-14

Section of issue

Modern russian society

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